KUANTAN: Pahang must diversify its tourism appeal beyond Genting Highlands and Cameron Highlands by revitalising other locations such as Cherating beach. Tengku Mahkota Pahang Tengku Hassanal Ibrahim Alam Shah Al-Sultan Abdullah said the state has many attractive destinations, including Pulau Tioman and Cherating, that should be further promoted to holidaymakers. "Do not depend only on Genting Highlands and Cameron Highlands. Look at Cherating and identify what needs to be done.
"Cherating was once a world-renowned destination, but why does it now seem to have been forgotten?" he asked in his speech when opening the 15th State Legislative Assembly sitting at Wisma Sri Pahang today. Tengku Hassanal urged the state Tourism Committee chairman, Tourism Pahang and all relevant agencies to step up efforts and be more proactive in attracting visitors. "Efforts to revitalise the tourism sector in conjunction with Visit Malaysia Year 2026 require more strategic, detailed and forward-looking planning.
"Tourism infrastructure and facilities at destinations must be further improved to attract international tourists. There are ongoing efforts, but they are still not enough," he said. Cherating Beach, known for its white sandy beaches and clear waters, was once a globally renowned tourism destination. Meanwhile, Tengku Hassanal called for investment processes to be streamlined by reducing bureaucracy, speeding up approvals and ensuring infrastructure readiness. "The state cannot rely solely on conventional administrative channels. A fast-lane and fast-track mechanism should be introduced when a genuine and competitive company wants to invest. "Under the normal process, land approvals may take between 18 and 24 months, but for priority investors, it can be completed within three to six months. Time is critical for investors," he said.
He expressed concern that high-quality investors could be lost to other states if approval processes remain too slow, and urged the state government to change its current practices. "There is no need to wait three to four months just to hold meetings and approve land applications. It takes months even to complete technical reviews. "I decree that the state government, especially the state Investment Committee chairman, review the current procedures," he said. The Pahang state assembly sitting will begin on May 12.
Source: NST
